identity system manual
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contents 02 design 03 statement 04 competing products 05 semiotic research 06 brand names 07 product depictions 12 mark iterations 14 final mark 16 typography 17 color palette 18 proper usage 20 improper usage 22 packaging 24 application 30 colophon
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brief Design packaging for a product that can be sold in multiples. Create individual packaging and a carriable pack that holds six of the products.
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statement Many people love to eat spicy food. Perhaps they are seeking for a thrilling sensation or perhaps they are used to eating spicy food as part of their culture. Nevertheless, people use hot sauce to add flavor to their meals.
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competing products Yellowbird foods sells hot sauces in different flavors such as habanero, serrano, blue agave sriracha, jalapeño and ghost peppers.. One 19.6 oz bottle costs arouns $7.99 while the 9.8 oz bottle costs $6.53. The sauce is made in Texas, has an organic option, and has a thicker consistency. The mark is an avatar of a yellow bird that seems to be shining as seen by the rays surrounding its head.
Frank’s Red Hot chili sauce have many flavors including the original, sweet chili, xtra hot cayenne pepper, chili and lime, and others. Their products also have consistency options such as the thick sauce and the original consistency that is more liquid. One 12 fl oz is around $3.50. The logo of this brand uses a bold serif typeface with modification on the baseline. Another characteristic is the joint stem of the “d” and capital “H”.
Cholula hot sauce offers a variety of flavors including original, green pepper, chipotle, chili lime, and others. Their sauces typically have a more liquid consistency. One 12 oz bottle is around $6.50, which is a more expensive than RedHot chili. One characteristic that stands out in its packaging is the wooden spherical cap that creates an authentic impression.
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semiotic research Three lists of words were created to describe the product. semantic spicy hot mad tasty tangy strong sharp thrilling painful appetizing addictive popular rich versatile homemade mild intense
pragmatic eating drizzle sweating burning drooling licking devouring consuming dribbling dipping craving accustomed sharing marinating dressing seasoning mixing
syntactic fire orange red condiment dynamite heat flame tongue mouth onions peppers dragons storm hell paprika spices chili
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brand names A list of potential brand names were created based on the semiotic research. The names highlighted in blue indicate the top three brand names. single word Firestorm Ablaze Alarm Smokey Hellfire Torch Scorched Magma Feverish Burner
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two words Flaming tongue Flame eater Dragon Fire Mad Dino Intense heat Red torch Slow burn Gusto Dino Sun’s drizzle Tingly trap
combined words Flamachili Dinomyte Firenero Scorchit Fierlick Combustorch Fyree Blazitongue Pepperno Smoaksauce
product depictions
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From the twelve initial depictions of the product, hot sauce, three were selected based on feedback. I then rendered them using the proposed tools. The first depiction that I chose was based on the brand name Flamachili. I created a lino cut stamp in the shape of the wavy chili pepper. Then I printed it in black ink to create a pattern. Next, I scanned the prints and used Adobe Photoshop to edit the colors and add an organic-looking background. I received positive feedback for this depiction because of the interesting textures and patterns. However, a weakness is that the chili shape looks like the letter “m” or “w”, which are not present in the actual name. This creates a disconnect between the pattern and the brand name.
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The second depiction is based on the name Dino Gusto. It uses a continuous illustration of dinosaurs riding chili rockets. I intended this depiction to be refreshing, energetic and fun. I used Procreate to imitate different mendium like pencil, crayons and ink pen. From the feedback, people liked how the fire trail from the chili rockets can create interesting patterns and textures. It is also a very cute concept where the dinosaurs can become avatars for the brand. One of the weaknesses is the white background that feels too bright and should be toned down for less contrast with the illustrations. It was also mentioned that the rendering of the dinosaurs feels too detached from the rendering of the chili rockets. One of the suggestions was to apply color to the dinosaurs instead of leaving them as outlined drawings.
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The third depiction is based on the brand name Hellfire. I created an illustration of flames coming from underneath the surface through a number of holes. This depiction was meant to be a little unconventional as well as bold and exciting. I created a second version that incorporates skeletons in the fire to further emphasize on the word “hell” from the name. This depiction received the most positive feedback. I chose to move forward with the second version that has the skeletons because it feels more unique and humorous. People also liked the color palette that is attention-grabbing due to its brightness and high contrast.
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mark iterations I focused on experimenting with the typography to create a logo for the brand. Below are the compositions that I came up with. The last composition with bolded borders was selected as the base for the mark.
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This composition represents the movement of fire. A positive feedback was that it creates motion and feels more organic, which works well with the illustrations. This mark is one of the top three compositions.
This typography uses simple curves to create a flow between the two words. One of the suggestions that was given was to exaggerate on the curves so that they are more evident when the logo is scaled down.
This option explores deleting part of the type and creating a contrast between above and below, which refers to the concept of hell.
This mark gives the impression of fire’s motion. It is one of the top three marks choices. However, one of the weaknesses is the illegibility of the word when scaled down.
This composition creates an image of the letter “i” falling down under the baseline. It is based on the idea of hell under the surface.
Similar to the typography on the left, this composition gives the impression that one of the letters have fallen.
This logo gives an impression of stairs that lead downwards. It is an interesting composition, but it is not very effective as a mark.
This composition is more fre to reflect the chaos of hellfire, yet still organized based on grid structure. A weakness is that it does not function well as a mark.
This composition creates an impression of the word increasing in volume. However, a weakness is the variation of store weight that makes the mark look incosistent. The letter placement could also flow better.
This mark is the top choice and the mark that I moved forward with. The minimal and modern composition complements the fire and skeleton illustrations. One revision made was the alignment of the stem of “h” with “f”.
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final mark Black & White Height: 3”
Black & White Height: 1.5”
Black & White Height: 0.75”
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Blue Height: 3”
Blue Height: 1.5”
Blue Height: 0.75”
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typography Hellfire uses a type family called Runda. Different weights of the typeface are used to establish hierarchy. For instance, the bold and black weight is used for titles and headlines, usually in all lowercase. The normal weight are used for body text and the italic font can be used to emphasize certain text. Normal
Bold
Black
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AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 ,./?!@#$%^&*()[]|>< AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 ,./?!@#$%^&*()[]|>< AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 ,./?!@#$%^&*()[]|><
color palette hex #1858A4 rgb 24, 88, 164 cmyk 95, 72, 2, 0 pantone 2935 U The deep blue is used to create contrast from the warmer colors. It can be used for background, logo and text.
hex #F89522 rgb 248, 149, 34 cmyk 0, 49, 98, 0 pantone 2013 U The orange color is used to complement the blue. It can be used of background, logo and text.
hex #EE3D24 rgb 238,61,36 cmyk 0,91,100,0 pantone 2347 U The reddish orange is a secondary color that is used in illustrations and scarcely for the logo.
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proper usage
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Logo, Black The black version of the logo should only be used in documnents that are set in grayscale or black and white.
Logo, White The white version should be used in darker backgrounds.
Logo, Orange The orange logo can be used in blue, white and other neutral backgrounds.
Logo, Blue The blue logo can be used in orange, white and other neutral backgrounds.
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Clear Space To ensure legibility of the mark, always keep a minimum amount of clear space from any competing graphic elements as marked above.
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improper usage There are a number of rules necessary to maintain legibility and integrity of the mark. Overall, the mark must no be compromised; it must not be distored, skewed, alternated or rotated. The clarity of the mark is also important, so be aware of other design elements surrounding the mark.
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Do not change the color.
Do not add gradient of any kind to the logo, including drop shadows.
Do not use outline the mark.
Do not change the proportions or alignment for the elements.
Do not place the mark on top of a busy background.
Do not change the typeface or recreate the mark in any manner.
Do not distort or stretch the mark.
Do not tilt, rotate or reflect the mark.
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packaging
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application
letterhead 8.5”x11”
business card 2” x 3.5”
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business envelope 4.25” x 9.25”
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stickers
enamel mug
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folder
phone case
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aluminum water bottle
apron
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slip on shoes
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colophon This project was designed as part of a packaging design course at University of Wisconsin–Madison. This brand manual is an extension of the initial packaging project. Adobe Creative Cloud applications such as InDesign, Illustrator and Photoshop were used to complete the project. The design process involved researching, brainstorming, planning, creating, asking for feedback and continually revising.
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